Fit Me Foundation Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Fit Me Foundation sales on Amazon US totaled 208,700 units in July 2026 (▼ 24.4% vs. the prior month), generating an estimated $2,852,844 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 58.9% of unit volume and 67.0% of revenue, while a typical listing is priced at $11.91. The keyword itself pulled 21,968 Amazon queries over the same period (▲ 21.0% MoM).
Zooming out to the 12-month window ending July 2026, the fit me foundation Top 50 moved 2,651,500 units and $34,705,671 in cumulative sales — an average of 220,958 units and $2,892,139 per month. Monthly throughput topped out at 296,000 units in November 2025 and dipped to 139,600 in May 2026, leaving the latest reading 9.3% higher than August 2025.
Fit Me Foundation Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
208.7K
▼ 24.4% MoM
Monthly Revenue 2026/07
$2.9M
▼ 35.1% MoM
Top 10 Market Share 2026/07
58.9%
Fit Me Foundation Market Share & Sales Concentration on Amazon US — July 2026
The most-sold fit me foundation listing on Amazon US in July 2026 is ASIN B09XMYFTB7 (Brand: e.l.f.), which sold 30,000 units at $10.00 apiece — equal to 14.4% of every unit tracked in this report and 1.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 123,000 units and $1,911,940 in July 2026 — 58.9% of unit volume and 67.0% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Fit Me Foundation' on Amazon
July 2026
Is 58.9% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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Top 5 Volume Share breakdown
B09XMYFTB7
e.l.f. Power Grip Primer, Gripping & Hydrating Gel Primer, 0.811 Fl Oz | Grips Makeup for Long-Lasting Wear & Face Prep, Smooth Base Finish, Lightweight & Moisturizing Formula, Vegan & Cruelty-Free
30K
▼ 25.0%vs. prior month
$300K
latest month
12-month trend
B07MH1KHJ2
BS-MALL Makeup Brush Set 18 Pcs Professional Foundation Powder Concealers Eyeshadow Blush Synthetic Makeup Brushes with Labeled instruction Black Case Upgraded Version
20K
▲ 0.0%vs. prior month
$194.6K
latest month
12-month trend
B0GN8JW57H
Smooche Color Changing Foundation - Skin Tone Adapting Liquid Foundation for Women, Self Adjusting Natural Finish, Blurs Imperfections & Fine Lines, SPF 15,1.01 Fl Oz
10K
▲ 0.0%vs. prior month
$422.3K
latest month
12-month trend
B0G1VDB22X
Luxe Color Changing Foundation – Light
10K
▼ 50.0%vs. prior month
$307.1K
latest month
12-month trend
B002BADJVE
MISSHA M Perfect Cover BB Cream No.23 Natural Beige SPF 42 PA+++ 1.69 oz | Light-medium cool-neutral skin; tinted moisturizer for face, buildable coverage, smooth natural finish, daily wear
10K
▲ 0.0%vs. prior month
$142.2K
latest month
12-month trend
B004Y9GTOO
MAYBELLINE Instant Age Rewind Eraser Dark Circles Treatment Multi-Use Concealer, 110, 1 Count (Packaging May Vary)
10K
▼ 50.0%vs. prior month
$99.6K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Fit Me Foundation Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
e.l.f. is the best-performing fit me foundation brand in July 2026, moving 30,000 units across 1 ASIN for 24.4% of Top 10 volume. BS-MALL follows with 20,000 units (16.3%), ahead of MAYBELLINE on 16,000 units (13.0%).
Volume is spread across 9 brands, with the top three holding 53.7% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $9.48 to $10.00, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
e.l.f.
1 ASIN in Top 10
24.4%
Units
30K
Revenue
$300K
Avg. price
$10.00
B09XMYFTB7
$10.00·★4.6·43.1K revse.l.f. Power Grip Primer, Gripping & Hydrating Gel Primer, 0.811 Fl Oz | Grips Makeup for Long-Lasting Wear & Face Prep, Smooth Base Finish, Lightweight & Moisturizing Formula, Vegan & Cruelty-Free
Units sold30K
BS-MALL
1 ASIN in Top 10
16.3%
Units
20K
Revenue
$194.6K
Avg. price
$9.99
B07MH1KHJ2
$9.99·★4.6·60K revsBS-MALL Makeup Brush Set 18 Pcs Professional Foundation Powder Concealers Eyeshadow Blush Synthetic Makeup Brushes with Labeled instruction Black Case Upgraded Version
Units sold20K
MAYBELLINE
2 ASINs in Top 10
13.0%
Units
16K
Revenue
$151.8K
Avg. price
$9.48
B004Y9GTOO
$9.98·★4.4·246.1K revsMAYBELLINE Instant Age Rewind Eraser Dark Circles Treatment Multi-Use Concealer, 110, 1 Count (Packaging May Vary)
Units sold10KB00PFCSNWA
$8.98·★4.6·88.7K revsMaybelline Fit Me Matte + Poreless Pressed Face Powder Makeup & Setting Powder, Translucent, 1 Count
Units sold6K
Trending Fit Me Foundation Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, one ASIN forced its way in: B00PFCSNWA booked 6K units at $8.98, with ▼ 14.3% MoM change. On the growth side, B0046VJTX8 leads positive momentum with ▲ 200.0% MoM growth on 900 units, with B00PFCT0CW close behind at ▲ 25.0% MoM on 1K units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B00PFCSNWA
Maybelline Fit Me Matte + Poreless Pressed Face Powder Makeup & Setting Powder, Translucent, 1 Count
Price
$8.98
Rating
4.6
Reviews
88.7K
Latest month sales
B0046VJTX8
MAYBELLINE New York Fit Me Liquid Concealer Makeup, Natural Coverage, Lightweight, Conceals, Covers Oil-Free, Light, 1 Count (Packaging May Vary)
Price
$7.44
Rating
4.4
Reviews
82.7K
Latest month sales
B00PFCT0CW
Maybelline Fit Me Matte + Poreless Liquid Oil-Free Foundation Makeup, Coconut, 1 Count (Packaging May Vary)
Unlock to view ASIN details and product titles
Price
$8.98
Rating
4.7
Reviews
3.1K
Latest month sales
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